MKTG101 Lecture Notes - Lecture 2: Habitat, Internal Communications, Marketing Effectiveness
15 Mar 2020
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Document Summary
It"s the process of developing and maintaining a viable match of the organisations resources and capabilities (strengths and weaknesses) to the demands of the changing environment (opportunities and threats) in pursuit of its objective. With the aim of achieving of a substantial differential advantage in the changed environment. The internal environment has controllable aspects and allows manufacturers to control the internal factors at the release if a product. External environments influence this alongside micro and macro environmental factors as well. As the principal boundary-spanning function within the organisation, marketing should play a leading role in the strategy process as marketing has responsibility for the choices of products, markets and competitors. All of the internal and external forces that affect a marketer"s ability to create, communicate, deliver and exchange offerings of value. A process that involves breaking the marketing environment into smaller parts in order to gain a better understanding of it.
